L’Occitane Group to acquire home fragrance brand Dr. Vranjes Firenze

By Julia Wray | Published: 4-Jan-2024

Purchase fits group’s strategy to build a geographically balanced portfolio of premium brands

L’Occitane Group is investing in luxury home fragrance with the acquisition of Italian brand Dr. Vranjes Firenze. 

The Elemis and Sol de Janeiro owner said the purchase is another step in its strategy to build a geographically balanced portfolio of premium beauty and fragrance brands. 

Dr. Vranjes Firenze was created by Dr Paolo Vranjes in 1983 with an emphasis on in-house ‘made in Florence’ production. 

Part of European private equity fund Bluegem’s portfolio since 2007, the brand is available in 75 countries via a network including 28 mono-brand stores and 650 points of sale.

The Dr. Vranjes Firenze product line-up includes home diffusers, scented candles and personal fragrances, with personal fragrance being a segment targeted for growth.

“We are thrilled to continue to grow our global brand portfolio with the addition of Dr. Vranjes Firenze, which is complementary to our existing collection of premium beauty and fragrance brands, each with a strong identity and a genuine desire to make a difference,” said L’Occitane Group Chairman Reinold Geiger of the acquisition.

Vranjes, meanwhile, added: “Our brand has undergone meaningful growth while honouring the rich heritage of Dr. Vranjes Firenze. 

“It is with great pride that I hand over the legacy of Dr. Vranjes Firenze to the L’Occitane Group, which is known for its distinguished heritage and expansive global reach.” 

Last year, L’Occitane Group continued to reap the benefits of its 2021 acquisition of Sol de Janeiro, the maker of cult product Brazilian Bum Bum Cream. 

In October, L’Occitane revealed sales for the first half of its 2024 financial year topped €1bn, up 18.5% year on year, driven by the skin care brand’s 188.8% sales jump to €270m, which exceeded its annual sales in fiscal 2023.

The group’s most recent acquisition prior to Dr. Vranjes Firenze was Grown Alchemist, the Melbourne, Australia-based ‘clean’ cosmeceutical and skin care brand, which it bought in 2022. 

The Florentine fragrance player joins a portfolio that also includes flagship brands L’Occitane en Provence and L’Occitane au Brésil, Melvita, Erborian and Limelife.

You may also like